This is a guide, not a rulebook outside of the business world. And most of all don’t be Part IV: afraid to experiment – nothing legendary was done by There are only a handful of B2B SaaS companies that merely repeating the actions of others. How to Talk With have legitimately created new categories. And none Your Team About of them, at least to my knowledge, followed the exact Earlier I mentioned how having an “official” category steps of another company. They had to chart their own name on-site like G2 isn’t a requirement for category Category Design course. And they had to make up a lot of things as they design. But that doesn’t mean you should overlook a went along. resource like this. In fact, one the reasons I asked G2 (and Get Them about working on this series together is that they play Excited) So I’d like to conclude this section by saying that you such an important role in helping buyers understand should use this reference as a guide, but don’t follow it the differences between related products. To help you blindly. Every situation is different, and what worked make the most of their platform, take a look at Part V: for one company might be a disaster for your own. Look How To Get Your Category Listed on G2. for inspiration both within B2B SaaS and in places even Recap: Category design will fail if you don’t first get your CEO and executive team on board. You’ll be more successful with that if you begin by asking questions and inviting discussion. Once you’ve made the decision to pursue category design, you need to share those plans with your entire team. Create a feedback loop to make sure you’re hearing from employees and involving them in the process. Finally, category design helps more than just sales and marketing; it can help every department in your company by providing clarity on the company’s goals and the path to get there. The Newcomer’s Guide to Category Design 37